I argue that if you do not have a database, you will not be relevant and you will not likely be in business in the 21st century. ... Because direct marketing people have defined the database as being a list of people with their names and addresses. ... So Ia#39;ve been renting cars from Hertz. ... People who just got off the plane and are trying to get a car, or people who are trying to turn them in so they can get onanbsp;...
|Title||:||Integrated Marketing Communications Symposium|
|Author||:||Ronald B. Kaatz, Medill School of Journalism. Dept. of Integrated Marketing Communications|